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A Brief History of CHOPARD Time and Jewels part 9: Caroline Scheufele - Early Years
Since 1860, Chopard has always been family-owned; today, it is the Family Scheufele. Even as teenagers, the Scheufele siblings – Karl-Friedrich and Caroline were immersed in the family business and helped at trade shows in Basel and Geneva.
Each re-interpreted the family tradition in their own way: Caroline reinvented the jewellery-making tradition by launching Haute Joaillerie collections, while Karl-Friedrich did the same for watchmaking by launching a fine watchmaking “Manufacture” in Fleurier. The sibling duo shared the same office as they moved Chopard into the 21st century. In 2016, they celebrated 40 years of Happy Diamonds and 20 years of the L.U.C Manufacture. These achievements are now well known and documented in 'A Brief History of CHOPARD Time and Jewels part 7: Chopard Manufacture - First 20 Years', but now we can ask: What did the young Caroline achieve in the early years?
As Co-President, Caroline Scheufele is Co-President, Artistic Director and Head of the Creation and Design department whilst older brother, Karl-Friedrich, is in charge of the Chopard Manufactures, the gents watch division, new technology, and all business management aspects. The family members regularly consult with each other regarding decisions on corporate development involving issues such as global strategy, production, distribution, new designs and new products. Their approach is guided by a concern for detail, a cautious attitude, and a policy of small incremental steps. The determination to ensure that everything is self-financed is another of the company’s strengths.
Caroline Scheufele was born (1961) in Pforzheim, Germany. In 1963, the family took over Geneva-based watchmakers Chopard, and for many years traveled back and forth between Germany and Switzerland. Caroline moved to Switzerland at the age of 12 years, to study at Geneva International School. She decided to join the family business immediately after obtaining her diploma, while enrolled on Design and Gemmology courses. Caroline is responsible for the international boutique business, High Jewellery division, design and creation of jewels, ladies’ watches, fragrances and accessories.
Famous Chopard Products
CHOPARD started as a WATCHMAKER making watches mainly for Men and later for Ladies. They added Jewellery to their product range in 1985.
Since the Happy Diamonds watch, the history of Chopard has been conspicuous with iconic collections that made their mark on developments in both watchmaking and jewellery.
Alta Moda: Passing the Baton
Chopard celebrated their 125th anniversary in 1985 with the Alta Moda Collection. It also marked the beginning of the next generation as the Scheufele siblings became Vice Presidents of the company. The transition of styles can be seen from the previous generation Alta Moda to the Happy Clown.
The Clown: a young woman’s Happy Entrance
In 1985, Caroline created the Happy Diamonds jewelry collection, a Chopard jewellery line that is based on the idea of enabling diamonds to shine more brightly by freeing them from their retaining settings and enabling them to move about freely. It all started with a Clown. As a teenager, Caroline already enjoyed drawing jewellery designs. Her first major sketch of a clown with articulated legs and a belly full of diamonds and coloured stones announced her entry into the creative world. rather than a belly-full of laughs, the humorous design rejuvenated the Chopard image and was an instant hit, to the point of becoming the brand mascot: a dramatic stage entrance for the bosses’ daughter!
After the success of the Clown, Caroline created a real Happy Diamonds jewellery line, which appealed to a younger clientele. Other creations followed.
Happy Sport: sporting femininity
The Happy Sport watch line made a memorable impact on its era. Since 1993, this original and audacious association of steel and diamonds has remained one of the watch industry’s most popular success stories. Chic and affordable, it took a lot of convincing for Papa Scheufele to agree to his precious diamonds being set in a steel ladies' watch. Caroline won that argument and the whole family won at the bank; clearly a contemporary classic for the self-confident woman. Now, they even make them in gold!
Impériale: my Empire for a watch!
In 1994, Chopard introduced the Imperiale Collection redolent with the splendours of the French Empire. Whether round, square, chronographs or gem-set, those Imperiale watches adopted an androgynous look for both men and women. The cases were sized generously for the era and the unique lugs set with cabochons ostensibly evoked Napoleonic columns.
Read the history in 'Chopard Imperiale: From 1994 until today' CLICK
La Strada: a diamond-paved road
In 1994, Caroline, a dedicated film enthusiast, offered her own interpretation of Fellini’s eponymous film by creating jewellery sets and watches. The distinctive lines of La Strada collection evoke the mood of the 1950s as well as feminine curves. The design was revamped in 2000.
Ice Cube: cool design!
Ice Cube was a turning point in the history of Chopard design.
The first model was a white gold cube set with 76 square-cut diamonds on a full-pavé background. This extremely modern design has become one of the company’s coolest collections.
Since 1999, over 50 versions of the Ice Cube watch have been created, and more than 300 jewellery interpretations in the form of pendants, necklaces, earrings, bracelets and rings feature all manner of motifs ranging from the simplest to the most exclusive.
Golden Diamonds: the invention of a new precious stone
In 2002, Caroline Scheufele introduced a surprising new stone: Gold in all its colours was transformed into Golden Diamonds, a softly mysterious stone featuring traditional diamond cuts.
On Golden Diamonds models, gold was given pride of place and played the role of diamonds.
Happy Spirit: bouncing pebbles
Clearly proclaiming its kinship with Happy Diamonds, the concept of free-moving diamonds that has become a timeless classic, Happy Spirit stages a diamond moving between two circles and irresistibly reminiscent of pebbles skimming across the water.
Two O Ten: The power of elegance
Anna Netrebko, who became a Chopard ambassador in April 2007, has chosen to wear the Two O Ten, launched that same year for dynamic women who are determined to remain elegant at all times.
CHOPARD Inside Gem
Chopardissimo, the world’s most expensive watch
Renowned for its jewellery watches, Chopard created the world’s most precious watch in 1997.
It required 2000 hours of work and sparkled with 874 diamonds totalling 163 carats.
Haute Joaillerie Creations
When Caroline joined Chopard, it was already known for elegant watches set with precious stones, but not in the field of Haute Joaillerie. Under her creative influence, Chopard ventured into this lofty domain.
Five collections revealed a strong and original vision of Haute Joaillerie that is truly breathtaking: Casmir, La Vie en Rose, Pushkin, Copacabana, and 709 Madison.
“Haute Joaillerie came about quite naturally. Cannes had a decisive influence, giving us the event liable to inspire the most beautiful creations. There was also something lacking on the Haute Joaillerie market. Everything was rather classic and not particularly innovative: Chopard brought a breath of fresh air and freedom to this slightly stuffy world.” – Caroline Scheufele.
Casmir: precious oriental elegance
Created in 1990, Casmir evokes the splendours of the Kashmir region in the Himalaya foothills. It also revived the trend for cabochons that had been neglected for some time. Casmir reflected a pivotal moment in the brand development. This first major launch was followed by those of Pushkin and Copacabana. All three collections embodied a jewellery style decisively influenced by ethnography and travel.
Pushkin: Russian heritage
In 1999, Caroline paid tribute to the Russian poet Alexandre Pushkin in the 200th anniversary year of his birth. Chopard honoured his innovative spirit by combining gold, pearls, diamonds and other precious stones.
Copacabana: Brazilian princess
2005 was lit up by a joyful and glowing creation: Copacabana was born on Brazil’s most glamorous beach, as a vibrant tribute to the shimmering reflections of light playing gently over glowing skin.
La Vie en Rose: tender gems
Chopard was the first company to revive the use of extremely rare pink diamonds, particularly in adorning a watch. In nature, there are 10,000 white diamonds for every pink one!
Chopard Inside Gem
Caroline Scheufele was fascinated by an exceptionally high-quality batch of these rare deep pink gemstones. She purchased it even though she wasn’t sure how to use them. On December 23rd 1997, the invoice arrived on her father’s desk and Karl Scheufele III was infuriated by the expense. Over Christmas dinner, he remained somewhat distant from his daughter and ended up warning her “You’d better have a good idea for your awful stones!” The stern admonishment resulted in a particularly appealing Haute Joaillerie collection.
709 Madison: New York, New York!
Created to mark the November 2007 inauguration of a flagship boutique at 709 Madison Avenue, the eponymous Haute Joaillerie collection by Chopard provides a fabulous vision of the city that never sleeps.
RED CARPET
The red carpet is a place where anything can happen, just as in the Chopard collection that bears its name. In 2007, the Cannes Film Festival and its legendary “mounting the steps” ritual inspired the first large Haute Joaillerie collection specifically designed to illuminate the beauty of the stars as they swept gracefully up the famous stairway. There were 60 one-of-a-kind models to celebrate the Festival’s 60th anniversary. Since then, Chopard has created sequentially rising numbers of models per annum viz. 61 pieces in 2008, 62 pieces in 2009...
The Cannes Film Festival. Chopard lights up the movies.
Chopard and the Movie World are caught up in a passionate love story punctuated by flamboyant moments and promising encounters. Chopard regularly causes a sensation on the red carpet at Cannes as well as at the French Césars, BAFTA and Academy Award ceremonies. The brand is present at all the most prestigious cinema events and lends consistent support to this “seventh art”.
The Palme d'Or
The real star of the festival is undeniably the Palme d’Or itself, a stunning piece of jewellery redesigned by Caroline Scheufele, crafted in Chopard’s Geneva workshops and the much-coveted prize that rewards the best film in competition. In 1997, the festival president Pierre Viot met Caroline Scheufele. That same year, Chopard opened a new boutique on the Croisette. He asked her to redesign and craft the Palme d’Or. Her vision of the illustrious trophy endowed it with a fresh and delicate charm...why?...almost Haute Joaillerie, perhaps?
In 2000, two “mini-palmes”, replicas of the main trophy, were created to reward the best actor and best actress; and the Caméra d’Or prize for the best first feature film was also redesigned. The emblem of the world’s most famous film festival is now inseparably linked to the history of Chopard.
Since 1998, the brand has served as official partner of the Festival, and each year it creates new dream models and events to celebrate its enduring love of movies: jewellery sets for the legendary “mounting the steps” ritual, parties to honour films, a trophy for youthful talents, the Palme d’Or - Chopard accompanies each step of the Festival.
“There is definitely a bond between films and jewellery: a world of dreams. The decision to partner the Cannes Film Festival was thus an entirely natural choice. “ – Caroline Scheufele.
Chopard and stars
Chopard loves actresses and the feeling is entirely mutual. The various editions of the Cannes Film Festival provide an opportunity to adorn the most glamorous stars: Cate Blanchett, Zhang Ziyi, Pénélope Cruz, Diane Kruger, Charlize Theron, Marion Cotillard, Emmanuelle Béart, Isabelle Huppert, Gwyneth Paltrow, Angelina Jolie, Sharon Stone, Catherine Deneuve and countless others… Screen legends and young hopefuls alike trust the jeweller to help them shine in the limelight. Guided by the visionary insight of Caroline Scheufele, Chopard was the first company to grasp the magnetic potential of movie stars and of Cannes.
But it is not just a matter of corporate communication. With artists like Woody Allen, Elton John or Marion Cotillard, emotions are also omnipresent. In 2006, Caroline chose her friend, super model Eva Herzigova, as the brand muse. Elizabeth Taylor once bought a butterfly brooch; Elton John collects Chopard watches and jewellery; Elizabeth Hurley ordered Chopard wedding rings for her nuptials; while Madonna wears Happy Diamonds on the cover of her 'Confessions on the Dance Floor' and 'Hang Up' albums.
In 2006, Cate Blanchett wore a necklace in Cannes that really caught her fancy. She persuaded the costume designer of the film 'Elizabeth, the Golden Age' to come and view Chopard creations. The latter was so impressed that she chose Chopard jewellery for the film. The close ties between Chopard and stars are often a matter of the heart.
The Chopard Trophy: encouraging youthful talents
Since 2001, the Chopard Trophy awarded by a jury of professionals honours two film “revelations”, with the support of the Cannes Film Festival. This prize is awarded during the festival and enables Chopard to affirm its support for young actors and for the world of cinema in general.
The list of laureates who have come a long way since receiving the award includes names such as Audrey Tautou, Eduardo Noriega, Ludivine Sagnier, Hayden Christensen, Gael Garcia Bernal, Diane Kruger, Marion Cotillard, Kelly Reilly, Jonathan Rhys-Meyers, Jasmine Trinca, Kevin Zegers, Archie Panjabi, Tang Wei, Léa Seydoux and David Kross.
Chopard Insider Gem
Chopard brings stars good luck at the Oscars. Chopard has become the lucky jeweller for movie stars. Over the past years, seven actresses adorned in Chopard jewellery have won a Lead Actress or Supporting Actress award: Charlize Theron, Hilary Swank, Rachel Weisz, Helen Mirren, Marion Cotillard, Kate Winslet and Penelope Cruz.
Audacious elegance: Caroline Scheufele
Business is about people and Caroline Scheufele is the perfect foil for her brother Karl-Friedrich. Whilst he is measured and unruffled in public, Caroline is like a fire cracker. From personal experience, I can state that she is always the last to leave a party. One balmy night in Singapore goes down as "missing from my memory" – it was THAT wild!
But this is not just a Party Girl act; Caroline knows her clients and her trade. At this rarefied level of high jewellery, the quality of gems and craftsmanship are not the differentiators between brands. It is about people first. It is about living the luxury lifestyle and understanding people and their trends. It's about knowing what your client wants before they even know it.
"Her smile, her frowns, her ups and downs;
Are second nature to me now.
Like breathing out and breathing in...
Her joys, her woes, her highs, her lows
Are second nature to me now.
Like breathing out and breathing in..."
– 'I've Grown Accustomed to Her Face' (1956) by Frederick Loewe and Alan Jay Lerner
TIMELINE
1985: Launch of the Alta Moda collection for Chopard’s 125th anniversary.
1985: Creation of the Happy Diamonds Clown, the start of jewellery-making at Chopard.
Karl-Friedrich and Caroline Scheufele are appointed vice-presidents of the Chopard group.
1989: Opening of Chopard’s first European boutique, in Vienna.
1990: Launch of the Casmir collection.
1993: Launch of the Happy Sport collection.
1994: Launch of the La Strada and Impériale collections.
1998: Chopard becomes official partner of the Cannes Film Festival and Caroline Scheufele redesigns the Palme d’Or, from now on crafted in the Chopard workshops.
Launch of La Vie en Rose collection.
1999: Launch of the Pushkin and Ice Cube collections.
Partnership with the Prince’s Foundation founded by the Prince of Wales.
2001: Creation of the Chopard Trophy at the Cannes Film Festival
Caroline and Karl-Friedrich Scheufele become co-presidents of Chopard.
2002: Presentation of a new jewellery concept with the launch of the Golden Diamonds collection.
2003: Launch of the new Happy Spirit collection.
2005: Launch of the Haute Joaillerie Copacabana collection.
2007 : Launch of the Two O Ten watch collection.
Inauguration of the new flagship boutique in New York, featuring the new interior design concept, and presentation of the eponymous collection 709 Madison.
Introduction of the first Haute Joaillerie Red Carpet collection dedicated to the Cannes Film Festival.
Founding of the Japanese subsidiary company, “Chopard Japan Ltd”.
2016: 40th Anniversary of Happy Diamonds
Acknowledgements for Facts and Images:
Chopard Manufacture Archivist A.W.
L.U.CEUM (Chopard Musuem), Fleurier
Scheufele Family
Dr. Melvyn Teillol-Foo, 2016.
A Brief History of CHOPARD Time and Jewels part 1: First Generation CLICK following URL to read:
www.watchprosite.com
A Brief History of CHOPARD Time and Jewels part 2: Second Generation CLICK following URL to read:
www.watchprosite.com
A Brief History of CHOPARD Time and Jewels part 3: Third Generation CLICK following URL to read:
www.watchprosite.com
A Brief History of CHOPARD Time and Jewels part 4: New Beginnings CLICK following URL link to read:
www.watchprosite.com
A Brief History of CHOPARD Time and Jewels part 5: Happy Diamonds CLICK following URL link to read:
www.watchprosite.com
A Brief History of CHOPARD Time and Jewels part 6: Production Sites CLICK following URL link to read:
www.watchprosite.com
A Brief History of CHOPARD Time and Jewels part 7: Chopard Manufacture - First 20 Years CLICK following URL link to read:
www.watchprosite.com
A Brief History of CHOPARD Time and Jewels part 8: Karl-Friedrich Scheufele - Early Years. CLICK following URL link to read:
www.watchprosite.com
A Brief History of CHOPARD Time and Jewels part 10: Noblesse Oblige
www.watchprosite.com=
A Brief History of CHOPARD Time and Jewels part 9: Caroline Scheufele - Early Years
Hey Mel, is it fair to say Chopard is known more for women's collections?
I guess it is certainly less well known
I agree with you.
That perception must be dealt with....
Interesting, so Chopard already knows about this perception.
Nice pic. Love the composition :-)
